Marketing Case Study: Grabtaxi
MyTeksi (GrabTaxi) offers two products, the normal budget taxi service and the premium taxi service. The company doesn't charge customers for using the service. A flat rate booking fee of RM2 is charged on top of the fare.
As for Easy Taxi, the company doesn't charge its customers for using the service. A similar strategy like MyTeksi (GrabTaxi). Only a nominal fee of RM2 is charged to the customer on top of their fare fee. The rates follow the standard rates set by the government. Apart of that, to reach out to more customers, coupons and promotions are given out for ride discounts. A good marketing and pricing strategies has made these both companies popular among both drivers and passengers.
As for Uber, the company has 2 different product …show more content…
The budget-conscious passenger can choose the common provided services.
iv. Understanding the market
Being a unique start-up in Southeast Asia's market, the company needs to have a deeper and clear understanding of what strategies and services would work in this region. The company has attracted a range of good investors with significant funding. As the company is only focused on ASEAN region at this point of time, it can concentrate to strategize and maximize on all the possible opportunities within this region with all its funds and efforts.
v. Incentives
The company provides incentives and promotions from time to time to attract new drivers, according to supply and demand in various cities. Part of this strategy is to give drivers additional income opportunity if they drive during particularly busy times when the demand is high. Apart of that, the company waived the booking fee for customers in Singapore for some time, in order to build up awareness and to attract customers. This approach has significantly helped to kick-start on the use of the app among Singaporeans. To have further mileage, the company provides cash incentives when taxi drivers hit a certain number of jobs, to reward the
As for Easy Taxi, the company doesn't charge its customers for using the service. A similar strategy like MyTeksi (GrabTaxi). Only a nominal fee of RM2 is charged to the customer on top of their fare fee. The rates follow the standard rates set by the government. Apart of that, to reach out to more customers, coupons and promotions are given out for ride discounts. A good marketing and pricing strategies has made these both companies popular among both drivers and passengers.
As for Uber, the company has 2 different product …show more content…
The budget-conscious passenger can choose the common provided services.
iv. Understanding the market
Being a unique start-up in Southeast Asia's market, the company needs to have a deeper and clear understanding of what strategies and services would work in this region. The company has attracted a range of good investors with significant funding. As the company is only focused on ASEAN region at this point of time, it can concentrate to strategize and maximize on all the possible opportunities within this region with all its funds and efforts.
v. Incentives
The company provides incentives and promotions from time to time to attract new drivers, according to supply and demand in various cities. Part of this strategy is to give drivers additional income opportunity if they drive during particularly busy times when the demand is high. Apart of that, the company waived the booking fee for customers in Singapore for some time, in order to build up awareness and to attract customers. This approach has significantly helped to kick-start on the use of the app among Singaporeans. To have further mileage, the company provides cash incentives when taxi drivers hit a certain number of jobs, to reward the